MARKETING STRATEGIES AND PERCEIVED NET PROFITABILITY OF SELECTED RETAIL BUSINESS ESTABLISHMENTS IN LUCENA CITY

Lucena City is considered the most urbanized city in Quezon Province because of the number of people and the style of living in this area. Given the target clients' demand and potential. The city has 251 retail business establishments therefore, this study looks at 60 of them to see what different techniques the owners and managers were using. Descriptive research was used in this study since it is the best method for gathering data on the current state of the subject in the study. However, a strong association between net profitability and marketing strategies will be identified. The results show that more stores in Lucena City are new start-ups, as they have been operating for less than 5 years and have a net income of fewer than 20,000 pesos. Based on the study, more newly established stores are focusing on price, location, and product. According to the information gathered, the researchers recommend to compile a list of tips, hold a seminar for store owners and managers, and provide guidelines in order to create a lucrative outlet.